Apple and Samsung under threat by Huawei

Apple and Samsung under threat by Huawei. Huawei comes after Apple's market share as it's mobile sales grow by 71%.

Samsung lost further market share in the world of smartphones in the third quarter and Windows sinked further.

Huawei lead by a strong leader, beat record sales of smartphones last year and approaches the second position after Apple. Chinese manufacturer sales in the third quarter of 2015 reached 27.26 million terminal, representing a growth of 71.6% over the same period last year, according to data released Wednesday by Gartner .

Thus, the share of the global smartphone market, Huawei has risen from 5.2% to 7.7% last year, thanks to the success of models in all ranges (Ascend Mate and P8), the strength in the Chinese market, where it is the largest manufacturer by sales, and increased visibility of the brand in Europe.

The list continues to lead the global sales Samsung, with 83.5 million units sold in the third quarter, but the Korean automaker redials another quarter downward, and its share down two tenths to 23.9%. Samsung updated its flagship devices (s Edge + and Note 5) just four months after its previous update to address the slowing demand for its high-end devices, and to compete with large-screen iPhones.

Apple sold 13.1 million smartphones in the third quarter of this year, up 4.8%, and its share stood at 13.1%. The Apple brand continued its dominance in the premium segment of the smartphone market with its iPhone 6 and 6 Plus. In addition, the global launch of the iPhone 6 Plus and 6s during the last week of September 2015, along with the simultaneous release in China, boosted its total sales during the quarter. The fourth and fifth place is occupied by Lenovo and Xiaomi, with 4.9%.

Worldwide Sales

The demand for affordable smartphones in emerging markets boosted worldwide sales of smartphones in the third quarter of 2015, which amounted to 353 million units, 15.5% more than in the same period of 2014.

"The availability of affordable smartphones in emerging markets caused consumers to upgrade their feature phones [basic phones] and smartphones are bought more quickly due to the small difference in price," said Anshul Gupta, research director at Gartner.

Indeed, sales of smartphones in emerging markets rose to 259.7 million in the third quarter of 2015-a growth of 18.4% over the third quarter of 2014, while sales in mature markets saw a growth of just 8.2% during the same period.

Operating systems

In the market for smartphone operating systems, striking growth of 21% of Apple iOS, well above the market average. However, Android, won 1.4 percentage points in the year, increasing its share to 84.7% thanks to strong sales of Samsung and Huawei globally. Microsoft still does not have sales momentum. Windows share dropped from 3% to 1.7% last year. "Despite the announcement of Windows 10, it is expected that the market share of Windows smartphones will continue to represent a small portion of the total operating system market as consumers are still attracted to the ecosystems of the competition," said Roberta Cozza, research director at Gartner.

Sales of mobile phones worldwide (features and smartphones) to end users amounted to almost 478 million units during the third quarter of 2015, an increase of 3.7% over the same period in 2014.